What Happens To Your Traffic Without Mobile PPC Ads?
Let’s get right down to it — a mobile strategy is crucial. You’ve certainly heard this before, but let’s look at the numbers. Why is it so important to have a mobile PPC advertising strategy? We can give you three reasons, all backed up by the data.
1. Mobile SERPs are Precious Real Estate
SERP stands for search engine results page, and if you’ve ever performed a mobile search yourself, then you know there’s not much room on that first page. And as if that wasn’t bad enough, Google wants to include as many sponsored listings on page one as possible. In the past few years, Google has gone from listing two ads to listing three ads at the top of mobile SERPs, which means less savvy searchers might not see any organic results at all.
2. Mobile Search Ads are Incremental to Organic Clicks
So what does that mean exactly, mobile search ads are incremental? Well, because Google is limiting the number of organic search results on mobile devices, what would happen without any PPC ads getting your business out in front of the competition? That’s what Google’s Pay Per Click experts wanted to know. They conducted a study, pausing a clients’ ads and then studying the resulting effect on the site’s traffic.
Here’s what they found:
“[We] learned that an average of 89% of clicks on search ads are incremental – meaning that this traffic is not replaced by organic clicks when ads are paused, and therefore is missed.
[In 2013], we carried out the same studies on mobile search and learned that 88% of site visitors driven by mobile search ads would not otherwise click on the business?s organic listing when ads are paused.”
Now, let’s be clear, Google has a vested interest in getting you to buy more ads, so let’s take this data with a grain of salt. But still, that data tracks well with the findings of PPC advertising management services.
3. Mobile Search Surpasses PC Search
This year, local mobile searches surpassed local desktop searches for the first time, and this trend is certain to continue. If your curious, one study found about 85.9 billion mobile searches compared to 84 billion desktop searches. So that doesn’t mean you should call your PPC advertising management company and tell them to pause your pay per click banner ads.
What does it mean? All those mobile cheerleaders you keep hearing from? They’re onto something…